If your shop doesn’t already have a dress code, you might like to think about introducing one.
You could even go further and get your staff to wear some of the clothes you sell. This worked really well with one of our clients and helped her business in a number of ways.
The staff had been wearing smart casual clothes but the owner had never thought to get them to wear pieces from the lines she was selling (she worried it would damage profits). Her boutique sold a mix of womenswear, plenty of casual pieces, but also some smarter lines which were understated but beautifully cut.
We knew that sales figures for the understated lines were not great but she believed very strongly in them and felt that it was possible to make them perform well, perhaps with some more sales training for her staff. As well as working on staff training issues and visual merchandising within the shop, we suggested getting the sales team to wear some of these pieces. When we spoke a few weeks later, these clothes had become her star performers and she had already placed a repeat order.
The staff loved the pieces they wore and were only too happy to communicate this to the customers. As well as getting an honest opinion from the staff, customers could see what the clothes looked like on and it served as an additional, very effective form of merchandising.
It’s worth bearing in mind that as well as merchandising, when staff wear the clothes you stock, it also helps to communicate and enforce the mission statement for your shop, e.g, ‘We are all about relaxed, elegant style’, as this is conveyed through every aspect of your shop from windows, stock and décor to the way the staff look.
Joanna Ransome, Global Fashion Management